消費者對基因改造食品之願付溢價分析: 以餵食基因改造飼料鮭魚為例

• Main Author: 林辰彥
• Language: 英文
• Published: 國立政治大學
• Subjects: 願付價格; 加速失敗模型; WTP; AFT model
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0943540071%22.

以往對於消費者對基因改造食品偏好及願付價格估計之研究，如 Moon (2001)、Chern et al. (2002)和Fu (2004)，都是將兩個研究目的 分開個別處理，因此就統計的觀點來說，這樣的分析方式是比較缺乏 效率的。 本研究中提出一個整合式的分析方式，來分析台灣消費者對於基 因改造食品的偏好以及願付溢價。本方法除了增進統計效率外，也同 時納入願付價格分析中可能遇到因為受訪者對該財貨有強烈偏好，對 於該財貨有再高價格都願意支付的傾向，因此預期本方法將可提供更 高的準確度。 為了研究台灣民眾對基因改造鮭魚的認知行為，中央研究院調查 研究專題中心在2003 年進行了全台的電話訪問。而本研究發現台灣消 費者願意多付目前平均市價之12%來購買非基因改造飼料餵食之鮭 魚。此外，消費者本身對於基因改造科技的看法、對基因改造科技的 了解、以及消費者的年齡將扮演影響消費偏好以及願付溢價的高低之 重要因素。 === Previous researchers, such as Moon (2001), Chern et al. (2002), and Fu et al. (2004), attempted to analyze consumer preference toward genetically modi¯ed pro- duces and to estimate a willingness to pay for them. These two objectives, however, have been conducted separately and therefore are de¯cient in statistically e±ciency. An integrated technique is introduced to understand how consumers in Taiwan perceive genetically modi¯ed produce as well as how much they are willing to pay a premium simultaneously. Apart from improving statistical e±ciency, this newly proposed method also considers the possibility that consumers might be willing to any price if he/she strongly prefer this goods. Higher precision is expected under this scenario. To investigate how public perceive genetically modi¯ed salmon, Center for Sur- vey Research, Academia Sinica, conducted a telephone survey to Taiwanese con- sumers in 2003. Our study indicates that consumers are willing to pay a premium, about 12% of the average market price, for non-GM-fed salmon rather than GM-fed counter part. Moreover, the way consumers think of the risk regarding GM food, how much they know about GM food, and their age will all in°uence their consump- tion tendency and willingness to pay.